Innovation in Action 2016

1. Innovation in Action 2016 This presentation includes key takeaways from this years Thought Leaders 2016.

2. PärLarshansCSO of Ragn Sells Topic: World is Changing Purpose: The aim of PärLarshanspresentation was to share his experience in successfully building an extreme fan base. How to turn fans into customers and customers into fans. This based on the work and the launch of the sustainability work at MAX. Today, Larshans uses these experiences in Ragn Sells where he works as CSO. Message: When working for Max Pär noticed that the effects of global warming would be devastating for the beef industry. He created a campaign where Max’s awareness of this problem was communicated to the customers and offered them the opportunity of burgers without beef. Max also communicated their activities such as using wind power, carbon offsetting and reforestation. Max’s environmental work went viral and the campaign was highly successful. Pärapplies his experiences to his current position at RagnSells and collaborate closely with the government to ensure sustainability regulations are viable both for corporations and the environment. Learnings: Pär highlighted the importance of focusing on sustainability when setting a business strategy. Organizations also need to change the mindset of managers, to make them see the abilities over the inabilities of people with disabilities. This in turn, will ensure that talented people from this large population group are hired. Furthermore, transparency and honesty gains the trust of customers and if sustainability thinking is brought into the core of the company- sales will be increased. Laws and regulations will change and organizations will need to be more sustainable. Large organizations therefore need to base their strategy on sustainability and communicate closely with the government. • 5 Key Takeaways • It is essential to build a strategy based on sustainability • Honesty and transparency wins the customers trust and increases profit • Companies need to realize that they are selling ideas, not just products • Hire people based on their abilities, don´t reject them because of their disabilities • Large corporations need to work closely with the government on sustainability goals

3. Elin ElkehagFounder and CEOof Stilla Topic: 100 days Purpose: Elinshared her experience of creating the hardware company Stilla from scratch in 100 days. She also shares the key learnings she acquired along the way. Message: Speed beats perfection - The world is moving fast, and so should you. Get things 80% right, test with customers early, and iterate rapidly. Hungry beats smart - Dare to ask tons of questions. The one who learns the most the fastest, wins. Tribe beats comfort - Find your tribe, even if they are outside of your comfort zone, and build a team of “rockstars”. Creativity beats resources - Money and resources shouldn’t be a limiting factor, learn as much as you can with what you have. Focus beats force - Remind yourself of what goal you want to achieve, and why. Take small steps of imperfect action everyday, to get there. Learnings: There are many things large corporations can learn from startups, for instance how they make use of crowdsourcing. It is not only about receiving funds, it is about marketing, creating hype, gather feedback and measure the interest. Elin’s last encouraging words were “Go out and talk to customers and don’t be afraid of failing!” Read more about this topic in Elin’s blog. • 5 Key Takeaways • Speed beats perfection • Hungry beats smart • Tribe beats comfort • Creativity beats resources • Focus beats force

4. FilistinAlouland AmjadAloulFounders of Crossborder Communication Topic: The forgotten 280 billion - The power of purchase among the immigrant groups in Sweden Purpose: Filistin and AmjadAloulshared insights into the large untapped customer segment made out by non-native Swedes and this segments great potential. Message: Filistinhighlighted the huge commercialization opportunities for companies and organizations available in Sweden that are currently overlooked. Traditional customer segmentation research does not distinguish between ethnical background and tends to use parameters such as gender, age, income etc. As a consequence, many companies miss out on the great potential of the growing foreign population in Sweden. If companies re-think their current marketing strategies and engage in communication efforts that target this customer segment they will expand their customer base and win market share. One observation was that Immigrants in Sweden acts just like Swedes living abroad – we tend to ask close friends for advice and prefer products that reminds us of home. Learnings: The foreign population in Sweden represents an attractive customer segment with great purchasing power. The segment is to a large extent “un-touched” which opens up for the potential to build brand loyalty before competitors. However, companies must reconsider their communication strategies in order to reap the benefits. This includes studying purchasing habits, traditions, use of communication channels etc. in order to succeed in targeting the growing population of non-native Swedes and in designing an attractive customer value proposition. Food and grocery companies have already started seeing the potential linked to new consumption patternsbut many companies are falling behind. • 5 Key Takeaways • The large group of non-native Swedes amounts to 280 billion of potential revenue • The segment does not have a relationship to traditional brands, hence companies that interact with the segment early have the opportunity to build trust and brand loyalty • Re-design the customer value proposition e.g. products and services might need to be adapted or rebundled • Avoid stereotyping and base marketing decisions on facts e.g. use tools such as EtnoPoll and EtnoSurvey • Expand traditional communication channels to include radio stations, social media pages, etc. that target the foreign population in Sweden

5. Randall WrightSenior Industrial Liaison Officer at MIT Topic: How to be a part of the next wave of disruption. Purpose: The purpose of the presentation was to highlight the importance of collaboration between the industry and institutions such as MIT in Boston. The aim of the presentation was furthermore to share Randall’s insights on innovation. Message: Randall described his insight on what innovation is and where it comes from. He also highlighted why the industry should be connected to communities and academy such as e.g. MIT. Randall stated that innovation occurs in communities and subcultures. This is why the industry and executives need to be a part of the discourse in these communities. Institutions such as MIT is one example of a community where this valuable discourse is happening. Randall highlighted the only an idea isn’t enough, you also need to demonstrate it. The doers are normally the major thinkers. To really succeed you need to me able to do both. Learnings: Innovation should not be defined as an outcome. It is an argument consisting of a proposition (if) and a conclusion (then). The proposition is normally easy to formulate (what are we proposing?). The conclusion (what will this lead to?) is more complex. The reason to connect with institutions such as MIT is to be in the community that is trying to change the world and find the movement that is bigger than your company, that will allow you to grow. • 5 Key Takeaways • Demo or Die • The ability to control information is key • Innovation occur in communities • An innovation is not an outcome, it is an argument • The doers are the major thinkers

6. Johan RonnestamGlobal Speaker, Entrepreneur and Creative Director Topic: 30 minute innovation crash course Purpose: Johan shared his view on how to approach innovation work. He stressed the important question of when it is time to innovate. For most companies it often comes down to survival. Message: Johan stated that there are three types of innovation: • Efficiency • Evolutionary • revolutionary innovation You can tackle these types with three different types of strategies: • being first to market (inventive) • being second but best (adaptive) • with low cost production (economy). Learnings: Release the creativity, follow the neurons and be prepared by having access to supporting tools. Suggestions of such tools where: mindmeister, Flipboard, Pinterest, OmniOutliner and Thesaurus. Read more about Johan’s view on innovation on his blog. • 5 Key Takeaways • Demand strategic outcome • One “fun workshop” a year is not the answer • Leaders, put your money where your mouth is • Don’t expect to disrupt the world • Think marketing & brand early in the process

7. Björn Larsson CEOof Zoomability Topic: A Free Mind in Motion – The Zoomability Story Purpose: Björnillustrated the challenges during the commercialization process that occurred when having a disruptive solution that did not fit in the “usual” channels and models of distribution. Message: Zoomabilitywas the result of a man who saw his wife being unable to walk in the forest when her sickness made her bound to a wheelchair. He went against the traditional wheelchair design and split the chassis in two, put one wheel in front of another and built in an ability to lean. This would enable the wheelchair to drive wherever a person could walk, including up and down stairs. Toyota heard of the invention and invested enough money for them to develop a first Zoom prototype. When Toyota had to abandon the project Zoomability stripped down their design and went back to their original idea of enabling the wheelchair to drive in forests. When the government refused to buy the Zoom they found 35 ambassadors and multiple companies willing to buy and test the wheelchairs instead. Learnings: The path that the Zoom took from idea to design proves that the road from innovation to product can be long and filled with obstacles. It also proves that innovative thinking can help pass these obstacles. Reaching out and finding people willing to collaborate and test the product is key. Unfinished prototypes or small scale testing is sufficient enough as long as it can give the investors an idea of the finished product.Traditional wheelchairs often have negative connotations, but Zoomability decided to create a product which went against this. Zoomability dared to create a product that was different from the standard: faster with bold design, and focused around what the customers needed. • 5 Key Takeaways • Don’t let obstacles bring you down, find an innovative way to climb over them • Don’t be afraid of small scale testing or showing an unfinished prototype to investors • Don’t be too protective of your idea, rethinking can be beneficial • Allowyourproductto go beyond the standard • Dare to look differently at a product to see its possibilities, be a pioneer

8. ÅsaCaapCEO and founder of Our Vodka Topic: Intrapreneurshipand how to run a startup within a large corporation. Purpose: Åsa shared her experiences of being a successful intrapreneur within a large corporation. As an employee at The Absolut Company, Åsa manage to successfully launch the startup Our Vodka. The aim of the presentation was to share her experiences and learnings from her journey- which is still ongoing. Message: To win you need to have a crazy driver and a brave team. You also need to be prepared that your job description will change form day to day. You will run into problems and difficulties., and it demands flexibility and innovative thinking. What you learn from today’s difficulties is what will make you succeed tomorrow. Learnings: By exploring unknown paths you will gain experience that will keep you ahead of competition in the future. The unknown path can be a struggle for the corporation that isn’t used to the uncertainty. To be able to solve unexpected problems, you need all types of competences in your team. • 5 Key Takeaways • A startup is not a small version of a large company • An intrapreneur doesn’t have to be corporate • Keep someone in your team outside the corporation • Explore an unknown path • Keep your vision and goal clear

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